Market Updates

Importance of Governing Content Across Multifarious Digital Platforms

January, 2019

Since early 2000s, digital media of all kinds have become an increasingly significant part of consumer experience, which include photos, audio files, video clips, animations, games, interactive ads, streaming movies, and even experiential marketing. Furthermore, these contents have gained a digital edge with the rise of virtual reality and augmented reality. This digital media are increasingly being governed by several technology innovations and advancements including highly resolution cameras, increased network bandwidth, decreased storage costs, high-performance (low cost) processors; solid-state memory with high-capacity, agile and scalable cloud services, and the requisite digital media infrastructure.

The use of digital platforms has allowed business and end users a unique privilege to access an enormous portion of the previously unknown or dark data and the underlying insights driven from competitive and consumer intelligence. This expanding digital transformational trend is essentially transforming customer engagement business strategies dramatically. However, the overabundance of available information entails an overwhelming challenge of searching and discovering business relevant content and managing the same with appropriate data governance and compliance in place.


The growing popularity of multifarious digital platforms with integrated interactive features, such as intelligent virtual assistants powered by AI and ML driven recommendation engines, is completely reforming the content services offered by most content management vendors.

Thus, it is essential to govern the content created by businesses for promotional and campaigning activities, as it is imperative that the messages convey a mutually consistent and coherent information across its multichannel digital environments. Finally, and most importantly, it is critical to ensure provisioning of secure content storage and collaboration environments, with well-defined document workflows for consistent records of access and subsequent alterations to the content. With over 4.2 billion internet users globally (estimated for 2018), 8.4 billion connected devices (2017, source: Cisco), and internet traffic of 29 GB of data per user per month (2017, source: Cisco), business and marketing leaders globally are in urgent need for advanced digital content management platforms and services with above mentioned capabilities.

- Shiladitya Chaterji 
Senior Analyst,
Infoholic Research